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Feature Commentary

“If we believe in the notion that advertising viewed, heard and experienced by audiences can cause people to change or affirm future buying behaviors, then we also have to assume that the opportunity for audiences to actually experience that advertising–including how long the ads were or could have been viewed–really matters.”
— Dave Morgan, CEO, founder, Simulmedia

“Then-candidate Trump conducted 137 rallies in 62 DMAs. On average, Trump received seven minutes per day of local news coverage across the three-day rally period. Trump’s rallies garnered the equivalent outreach of what would cost $120 million in local broadcast news coverage, with a staggering 3.8 billion free impressions across the 62 DMAs he visited.”
—Kyle Roberts, President & Founder, Advertising Analytics

“The belief that every sale that can be tracked to digital media is wholly and fully due to the consumer seeing media is an inflated and often false perception.”
— Fred Ashkam, Director of Analytics IMM

“TV ad companies won’t get all of the D2C dollars that they want, unless they can isolate out the TV to Facebook and Google kicker effect and prove their own contribution.”
— Dave Morgan, CEO, founder, Simulmedia

“90% of the money candidate Szeliga spent on Facebook was wasted on voters who could not support her. With $1.8 billion spent this election cycle on digital advertising, according to Borrell Associates, it’s understood by analysts that 70% or 80% of that enormous sum is targeting the wrong people. That’s well over $1 billion down the drain.”
— Bhargav Patel, IQM

“People pay more attention to the same advertisement on TV vs. Facebook or YouTube. There’s a direct correlation between sales and video size - the larger the screen, the bigger the sales impact.”
— Dr. Karen Nelson-File, Professor of Media Innovation, University of Adelaide

“While stations are cautioned not to share too much information to avoid charges of price fixing, the FCC requires them to post the rates they charge political advertisers, from which smart rival broadcasters can deduce their entire pricing strategy.” — Harry Jessell, TVNewsCheck

“With enough cooperation among industry players, instead of constant comparisons to digital, TV will evolve to include the best of both worlds: incredible reach and engagement paired with ease of access and accountability.” —Shereta Williams, President, Videa

“With next year’s budgets looming, now is the time to ensure you are incorporating the organizational and technical stepping-stones necessary for realizing more of your market’s digital dollars.” —Mary M. Collins, President & CEO, Media Financial Management Assoc

“In the midst of the enormous Facebook scandal, your customers are angrier than ever, especially at Facebook ... So what’s the answer? It’s simple: Boycott Facebook! Not just personally, but as a CMO, as a media planner and buyer.” —Matt Smith, Founder-CEO SmithGifford

“The reality is that modest media consolidation would not lead to anticompetitive risks and would not increase market power. Instead, it would allow broadcasters and newspapers to improve economies of scale and their ability to compete.” —Steve Pociask, President and CEO, American Consumer Institute

“Local TV stations rally, console, connect, expose, articulate, notify, advise, empathize and reconcile information everyday through a lens that is relevant to the audiences they support in their local markets.” —Maribeth Papuga, Executive-in-Residence, BIA/Kelsey

“In Irma, [radio stations] were lifelines … but only to retransmit the outstanding coverage from TV news crews with the budget — and people — to do the job right.” —Adam R Jacobson, journalist, Radio + Television Business Report

“TV stations all across the country, either in conjunction with their broadcast group owners, or on their own, are conducting fundraisers to help victims in Texas and Louisiana deal with devastating flooding due to Hurricane Harvey.” —Paul Greeley, columnist, TVNewsCheck